Charlotte Russe needed an innovative design for their shopping cartons and bags to launch their new campaign “Where You Fit In”. The packaging design needed to reflect this advertising strategy. The bags would be used for larger purchases, such as clothing, and the cartons would be used for smaller purchases, such as jewelry. The Charlotte Russe name needed to be displayed across the side of the bag for branding purposes.
Solution: An iconographic design was chosen for the shopping bag and carton so that it could be easily identifiable by the wide target audience. Various icons were considered, however, a bird and nest were chosen because they are both recognizable by the customers and symbolize the life of a young woman. A bird and flowers were chosen to symbolize the progression of a girl into womanhood. It used a soft, feminine color scheme characteristic of the new campaign. Some of the designs were actual images, giving the bag a more vintage and distinctive feel. The bird used cooler colors, blue and green, so that it stood out from the rest of the bag, representing each woman and her distinctive place in the world. To tie together the carton with the bag, the carton resembled a bird’s nest. The handles of the bag were wire covered in a brown twine to resemble the twigs of the nest. From the outside, it looked like an empty nest. When opened, blue eggs were revealed. These eggs symbolized new life and represented the beginning of the story: the eggs led to the bird on the bag, exemplifying the young woman or typical Charlotte Russe customer.